Latest / What is Business Development? / Episode 128: BD Book "Selling Senses" with Armen Avanessian

Transcript

Episode 128: BD Book "Selling Senses" with Armen Avanessian · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast, brought to you by
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  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
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  Speaker 1: to boost your career and corporate growth.
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  Speaker 2: Hello BD pros, and welcome to the Global Business Development
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  Speaker 2: Association podcast called What is Business Development Now? Folks, When
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  Speaker 2: you go out and you talk to your prospects, you
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  Speaker 2: talk to your customers, you're engaging with them, they're listening
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  Speaker 2: to you, they're seeing you, and all of their senses
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  Speaker 2: are activated when they're talking to you and engaging with you.
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  Speaker 2: And wouldn't you like to know how to unlock the
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  Speaker 2: hidden power of the senses to transform your sales? I
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  Speaker 2: bet you would. But before we start talking about that,
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  Speaker 2: let's transform your business development career with a book that
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  Speaker 2: I love. That's The Business Development Body of Knowledge, and
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  Speaker 2: it's available on Amazon. Once you read the book, you
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  Speaker 2: can then take your Business Development Professional certification at THEGBD
• 1:23
  Speaker 2: Association Dot org website. That's the Global Business Development Association's website.
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  Speaker 2: All right, let's move on to this book. It's called
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  Speaker 2: Selling Senses and it's by Arman Avanessian, and this book
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  Speaker 2: will walk you down a path and understanding better all
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  Speaker 2: of the five primary senses and even that magical sixth
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  Speaker 2: sense we've all heard about. It's mysterious, but how can
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  Speaker 2: we implement all of those six senses to really benefit
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  Speaker 2: you in growth revenue? Now a little bit about what
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  Speaker 2: the book can do for you, and it's written by
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  Speaker 2: Armin Avenescian. He has extensive experience in sales leadership. He
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  Speaker 2: has expertise in market planning and subject matter expert sales
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  Speaker 2: that drives his mission to foster business growth and build
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  Speaker 2: lasting client relationships. He's passionate about empowering teams through a
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  Speaker 2: collaborative and innovative approach, ensuring customer satisfaction and sustain success
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  Speaker 2: in the competitive fintech landscape. Now. In the book, Arman
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  Speaker 2: reveals a breakthrough approach to sales and marketing, using sensory
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  Speaker 2: influence to shape emotion, deepen trust, and drive buying decisions.
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  Speaker 2: Instead of relying solely on data or scripts. This guide
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  Speaker 2: shows you how to activate the five senses plus that
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  Speaker 2: magical emerging sixth sense of inner wisdom to create unforgettable
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  Speaker 2: customer experiences. Wow, I can't wait to hear about this
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  Speaker 2: amazing book from our guest armand Avanescian. Welcome to the show.
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  Speaker 3: Hey, Tony, great to be with you. Thanks for having
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  Speaker 3: me on. What an opportunity.
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  Speaker 2: It's great to have you on the show. Arman, thank you,
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  Speaker 2: and I can't wait to dive into this book. But first,
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  Speaker 2: can you dive into your career and tell us a
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  Speaker 2: little bit about how you started in business development sales
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  Speaker 2: and why did you write the book?
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  Speaker 3: Yeah, absolutely, great question. Listen. I can go back all
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  Speaker 3: the way to the age of fifteen and a half
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  Speaker 3: when I was supersizing combos at mcdonnald's right, So that
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  Speaker 3: to me is also business development. But in real seriousness,
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  Speaker 3: I really got my journey started in business development at
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  Speaker 3: City Bank, where I was actually blessed to be able
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  Speaker 3: to sort of licensed client financial analyst. And so when
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  Speaker 3: you get into banking and financial institution sales, you quickly
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  Speaker 3: understand there's a fiduciary responsibility. The conversations quickly change.
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  Speaker 2: Right.
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  Speaker 3: People are coming to you for financial advice about saving
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  Speaker 3: for their kids, called its future, saving for a vacation,
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  Speaker 3: maybe planning for funeral expenses. So it's not your typical,
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  Speaker 3: average everyday conversation. People are coming to you for trusted,
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  Speaker 3: guided advice and the expectation for you to really be
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  Speaker 3: there to listen, to empathize, to understand, and then provide
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  Speaker 3: a path forward. I believe that's where I really got
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  Speaker 3: my initial journey in business development, and things carried on
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  Speaker 3: forward from there. To answer your question around the book, well,
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  Speaker 3: several reasons that I wrote the book. One of the
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  Speaker 3: primary reasons I would say is, you know a lot
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  Speaker 3: of people I would say focus on building a legacy, right,
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  Speaker 3: leaving something behind in terms of a legacy, and so
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  Speaker 3: being in sales all of my professional career twenty five
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  Speaker 3: plus years, for me, it's not about legacy. It's for
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  Speaker 3: me leaving testimony and so legacy versus testimony. And so
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  Speaker 3: the idea around selling Senses is to actually provide both
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  Speaker 3: a secular and spiritual perspective to sales. I think quite
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  Speaker 3: often in my sales journey and all the trainings that
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  Speaker 3: I've taken at all the wonderful organizations that I've been
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  Speaker 3: trained by, focus a lot and heavy on all the
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  Speaker 3: secular aspects of sales. So I wanted to bring in
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  Speaker 3: something new for others to consider in the space, and
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  Speaker 3: it's to balance the secular with the spiritual perspective. I
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  Speaker 3: think there's a quote by a gentleman by the name
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  Speaker 3: of at Least Forced Lung. He created it for an
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  Speaker 3: ad agency, if he created it for the United Negro
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  Speaker 3: College Fund Advertising, and he said, the mind is a
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  Speaker 3: terrible thing to waste, right, And so for me, and
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  Speaker 3: this is me kind of getting a little bit more
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  Speaker 3: deeper on the real reason is we have a family
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  Speaker 3: history of dementia, right, And so I have my mom
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  Speaker 3: who's in her seventies and you know, struggling with late
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  Speaker 3: stage dementia. I can't speak, doesn't remember things. And so
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  Speaker 3: as you start to progress in your sales career, you
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  Speaker 3: start thinking about the bigger picture and making a greater
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  Speaker 3: impact and understanding that you may not one day have
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  Speaker 3: the opportunity to share these wonderful skills and knowledge. And
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  Speaker 3: so for me, one of the biggest wishes was, Hey,
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  Speaker 3: make sure you put something out there that's a testimony
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  Speaker 3: about who you are but can also help salespeople in
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  Speaker 3: their own professional career. Wow.
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  Speaker 2: What a powerful message and a great story, Arman. And yeah,
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  Speaker 2: thank you for wanting to give back to the community
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  Speaker 2: like this. And you know, I think my journey in
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  Speaker 2: writing The Business Development Body of Knowledge in a lot
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  Speaker 2: of ways was similar to yours where you where. I
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  Speaker 2: think when you get to a certain point in your career,
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  Speaker 2: you've experienced a lot in business development, and then you
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  Speaker 2: start to really dissect what is successful business development. When
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  Speaker 2: you read in the first chapters of the Business Development
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  Speaker 2: Body of Knowledge, I broke it down to the first
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  Speaker 2: principles and it all boils down to business development is
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  Speaker 2: customer and community advocacy that creates corporate growth. So it's
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  Speaker 2: all about giving selfless giving to others in order for
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  Speaker 2: them to be a success. But then ultimately they become
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  Speaker 2: your advocates and they become your champions and help you grow.
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  Speaker 2: And you know, when we look at so many different
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  Speaker 2: spiritual messages out there, they kind of come down to
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  Speaker 2: the common rule, right, the golden rule of do unto
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  Speaker 2: others as you would like to have done unto you,
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  Speaker 2: And you know, and it all kind of focuses around purpose, empathy,
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  Speaker 2: and truth, and these are fundamentals in neuroscience as well.
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  Speaker 2: This is why people buy and so it all comes
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  Speaker 2: down to these fundamental truths that humans have known about
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  Speaker 2: for centuries. They've been written about and presented in multiple
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  Speaker 2: religions that all kind of had the same commonalities to them,
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  Speaker 2: and so it's great that you're thinking about this and
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  Speaker 2: kind of coming to the same conclusions that I have.
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  Speaker 2: We had justin Michael on the show a couple of
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  Speaker 2: episodes back. He's you know, walking down that pathway as well.
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  Speaker 2: And I think it's just such a beautiful message that
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  Speaker 2: for a profession that is so committed to giving when
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  Speaker 2: the perception is it's all about sales, it's transactional, it's
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  Speaker 2: just what what can I get from a prospect or
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  Speaker 2: a customer, the boiler room kind of concept, if you will,
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  Speaker 2: and that is not the pathway to success in our profession.
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  Speaker 2: And so this is great. I'm really excited about having
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  Speaker 2: you on the show, and let's just jump into the book.
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  Speaker 2: I can't wait to take our audience through the three
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  Speaker 2: key messages from your book. So let's start off with
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  Speaker 2: a key takeaway Number one, What do you have for
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  Speaker 2: us army?
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  Speaker 3: Yeah, absolutely, So, as we navigate through this discussion, what
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  Speaker 3: I would love to do is provide you with the beginning,
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  Speaker 3: the middle, and the end of the book and no
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  Speaker 3: real spoilers, but you know, taking these three takeaways or
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  Speaker 3: tactics or strategies and kind of starting from the beginning
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  Speaker 3: and so I would say the first tactic would be
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  Speaker 3: is in strategy is have a consultative mindset, and that
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  Speaker 3: comes from the father of consentative selling, Mark Cannon, and
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  Speaker 3: so as consultants, we're essentially professional problem solvers. And you
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  Speaker 3: mentioned it right, it's about relational versus transactional sales and
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  Speaker 3: the primary goal is to analyze, advise, and accelerate your
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  Speaker 3: customers or prospects improvement within their business. And we that understanding.
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  Speaker 3: It's not about focusing on the product features and benefits
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  Speaker 3: and price right off the bat. It's more so stepping
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  Speaker 3: back and uncovering pain points and identifying challenges that that
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  Speaker 3: prospect or business owner is facing. And in order to
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  Speaker 3: do that, I'll take us to the eighty twenty rule
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  Speaker 3: that applies to so many things in life in general.
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  Speaker 3: But when we speak about the age to twenty rule,
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  Speaker 3: in uncovering pain points and identifying challenges, it's about eighty
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  Speaker 3: percent active listening and twenty percent accilarating questions. Not exhilarating,
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  Speaker 3: but axhilarating questions. And if you notice I said active
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  Speaker 3: listening probably one of the hardest things we can do
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  Speaker 3: as salespeople, right, because we're wanting to think about the
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  Speaker 3: next question or positioning the solution instead of being present
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  Speaker 3: in the moment and fully giving that person all of
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  Speaker 3: your undivided attention. That's truly the active listening piece. And
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  Speaker 3: according to sales readin these group, I believe it is
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  Speaker 3: active listening can boost your sales performance by eight percent.
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  Speaker 3: And so that's the key Piesce is making sure that
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  Speaker 3: you have a framework for good understanding of listening. The
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  Speaker 3: second piece is accelerating questions, and so what does that mean?
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  Speaker 3: Accelerating questions?
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  Speaker 2: Right?
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  Speaker 3: These types of questions are designed to move the conversation forward,
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  Speaker 3: increase the urgency around the buying process, and then shift
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  Speaker 3: the buyer's mind from reflection to actually action. And I
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  Speaker 3: think even on LinkedIn, there was a recent study it's
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  Speaker 3: called the State of Sales Report, what I believe it's called,
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  Speaker 3: and so across thousands of buyers, they did a study
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  Speaker 3: and they found that seventy eight percent of those that
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  Speaker 3: were surveyed said the most trustworthy salespeople ask great questions.
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  Speaker 3: And so now we step back and think about, Okay, well,
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  Speaker 3: how do I ask great questions? So for a consultative mindset,
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  Speaker 3: it's balancing, open ended and closed ended questions. So when
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  Speaker 3: we think about the sales process, we always start with
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  Speaker 3: the discovery phase and then we move into the solutioning
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  Speaker 3: phase and then to close the sale. So for me,
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  Speaker 3: the discovery phase is when you want to lean more
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  Speaker 3: heavily on open ended questions. I think we've all heard
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  Speaker 3: the expression of peeling the onion or peeling and let
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  Speaker 3: usself call it. I don't really like onions, but we
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  Speaker 3: want to ensure that we in the initial stages ask
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  Speaker 3: the appropriate open ended questions. And what I've learned is
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  Speaker 3: the great open ended questions start with who, what, where, when, how, why?
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  Speaker 3: And as you progress and gather the information, it's okay
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  Speaker 3: to ask close questions closed ended questions, but you tend
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  Speaker 3: to ask those as you get closer and closer to
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  Speaker 3: the closed stage. So let me give you a quick
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  Speaker 3: example on how this would work. Right, So, if I
• 13:01
  Speaker 3: were to tell you, hey, Tony, is price the main
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  Speaker 3: factor in your decision? How would you respond back to me?
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  Speaker 2: Uh? Well, A lot of prospects say no, but they
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  Speaker 2: actually they actually mean yes.
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  Speaker 3: Correct, correct, You're gonna You're essentially gonna give me a
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  Speaker 3: yes or a no. So what if I were to
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  Speaker 3: ask you, Tony, when you evaluate solutions like this, what
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  Speaker 3: factors matter most to you?
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  Speaker 2: Yeah, now you're opening up a whole can of worms, right,
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  Speaker 2: it's uh, well, satisfactors. These are ten things? Oh okay, great, great,
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  Speaker 2: any others you want to add to that list? Oh?
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  Speaker 2: I see other people are considering this. Yeah, I love it.
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  Speaker 3: Yeah. Yeah.
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  Speaker 2: Instead of asking those binary questions of yes or no,
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  Speaker 2: which are fine, you want to ask those open ended questions.
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  Speaker 2: Very clever, very clever.
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  Speaker 3: Absolutely, And so when we frame this consultative mindset, focus
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  Speaker 3: on the pain points, identifying those challenges, focus on active
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  Speaker 3: listening and slettering questions, and then essentially know who your
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  Speaker 3: prospects are right because those questions are going to matter
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  Speaker 3: if you have the right prospects and customers in front
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  Speaker 3: of you. And then balancing out those open ended and
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  Speaker 3: closed ended questions. So that would wrap up tactic strategy one.
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  Speaker 2: Yeah. Well, and just so everybody's clear. I thought there
• 14:21
  Speaker 2: was something interesting that you said about the sequencing of
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  Speaker 2: when do you ask the open ended questions and when
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  Speaker 2: do you ask the you know, those binary questions, And
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  Speaker 2: you said early on in the discovery phase, what you said,
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  Speaker 2: lean more on the open ended questions or correct yeah, yeah,
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  Speaker 2: And then towards the end you can you can start
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  Speaker 2: to move into binary those binary questions of yes or
• 14:51
  Speaker 2: no responses. Probably when you do that towards the back end,
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  Speaker 2: as you're getting closer and closer to conversion, you know,
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  Speaker 2: you're submitting your proposal, that sort of thing, you're kind
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  Speaker 2: of going through the confirmation process. Hey, mister and missus prospect,
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  Speaker 2: I heard you say this when we were talking these
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  Speaker 2: open ended questions. Is that right? You know price is
• 15:14
  Speaker 2: important to you? Oh yeah, okay, yes, okay, all right,
• 15:16
  Speaker 2: let me confirm this right, So they're more kind of
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  Speaker 2: confirmation questions in a lot of ways when you're asking
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  Speaker 2: those binary questions to the back end of your conversation cycle.
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  Speaker 2: All right, very powerful. Let's roll right into Key Takeaway
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  Speaker 2: number two from the book.
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  Speaker 3: Awesome, fantastic. So Key takeaway too is now moving towards
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  Speaker 3: the meat of the book, right the center of the book.
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  Speaker 3: And so it's all about engaging the senses. And you
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  Speaker 3: heard me mentioned in the beginning we experienced the world
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  Speaker 3: through cite, sound, smell, taste, touch. So if you think
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  Speaker 3: about it, God intentionally created us to be experiential, being
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  Speaker 3: and he did everything by the twos if you think
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  Speaker 3: about it, right, So we got two eyes, two ears,
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  Speaker 3: two nostrils, two lips, two hands. So it is with
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  Speaker 3: intent that we've been created to experience everything around us
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  Speaker 3: in a sensory fashion. And the idea of selling senses
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  Speaker 3: and sensory selling is to leverage these senses in the
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  Speaker 3: sales process. And it's not Tony necessarily about a checklist
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  Speaker 3: and oh my goodness, I need to check off every
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  Speaker 3: single five cents to in order for being me to
• 16:30
  Speaker 3: be successful. The idea is you want to leverage as
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  Speaker 3: many of these sales senses as you can in the
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  Speaker 3: sales process. And sometimes I get pushed back, well, arman,
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  Speaker 3: how can you do that in a virtual setting? Very easy?
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  Speaker 3: I mean, think about what we're doing today. You know
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  Speaker 3: you could see me. That's the two eyes. You can
• 16:49
  Speaker 3: hear me, that's the two ears. Listen for this meeting.
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  Speaker 3: I could have actually sent you a cup of coffee
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  Speaker 3: and donuts and had it delivered in time for nine
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  Speaker 3: am for our session, and you could have had the
• 16:59
  Speaker 3: aroma of coffee, which is probably one of your favorite drinks.
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  Speaker 3: And you know, all of those things can happen both
• 17:05
  Speaker 3: in a virtual but also understanding that it's much more
• 17:09
  Speaker 3: impactful in a personal, in person setting. And so the
• 17:14
  Speaker 3: idea of engaging with the senses is there's power in both,
• 17:18
  Speaker 3: but drive for in person connections to sure that you
• 17:23
  Speaker 3: can maximize leveraging as many of the senses as possible.
• 17:26
  Speaker 3: So I'll give you a statistic that I just recently
• 17:29
  Speaker 3: pulled up. It was actually on LinkedIn, someone had posted it.
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  Speaker 3: So multi sensory experiences can improve brand recall by up
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  Speaker 3: to seventy percent compared to single sense engagement. So up
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  Speaker 3: to seventy percent multisensory versus single sense. And then sixty
• 17:47
  Speaker 3: three percent of consumers want multi sensory experiences. But I
• 17:52
  Speaker 3: think what matters for the listeners on this video today
• 17:56
  Speaker 3: is this statistic sensory marketing can increase your sales by
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  Speaker 3: ten percent. And so you're probably sitting back and be like, Okay,
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  Speaker 3: what does that look like? So the how you can
• 18:10
  Speaker 3: leverage your marketing materials, So instead of use you know,
• 18:13
  Speaker 3: advertising a promotion just verbally, you can handle marketing material
• 18:17
  Speaker 3: that they can review as you're actually verbalizing that promotion
• 18:21
  Speaker 3: product demos. Right, So you know I've been in point
• 18:24
  Speaker 3: of sales all my life. We would take the actual
• 18:27
  Speaker 3: demos and put it in the person's hands and let
• 18:29
  Speaker 3: them experience it. We can do videos and demos, take
• 18:33
  Speaker 3: a client to dinner, and engage the senses. So there's
• 18:35
  Speaker 3: so many different ways. And in my book, I actually
• 18:38
  Speaker 3: talk about some of the big companies like Apple and
• 18:42
  Speaker 3: Duncan and Abercomin and Fetch, all of these large companies
• 18:46
  Speaker 3: today that are actually leveraging multi sensory marketing to drive
• 18:51
  Speaker 3: customer experience and loyalty. And so for me, ensure again
• 18:57
  Speaker 3: not a checkbox. Engage all the senses as much as
• 19:00
  Speaker 3: possible and to create an experience that your prospects and
• 19:03
  Speaker 3: customers are going to remember. So I'll pause there.
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  Speaker 2: Yeah, very powerful sensory marketing. We cover some of the
• 19:11
  Speaker 2: basic fundamentals in the business development body of knowledge and
• 19:16
  Speaker 2: the ability to recall is extremely powerful when you activate
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  Speaker 2: these these multi senses. Even aroma marketing smell is one
• 19:32
  Speaker 2: of the most powerful memory activators that humans have. So
• 19:38
  Speaker 2: this is this is really exciting to talk about. Okay,
• 19:41
  Speaker 2: let's bring it home then with the key takeaway number
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  Speaker 2: three from.
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  Speaker 3: The book fantastic And so now we get to the
• 19:47
  Speaker 3: back portion. Of the book, right, So we covered a
• 19:49
  Speaker 3: lot of the secular sales portion and now we start
• 19:52
  Speaker 3: moving into the you call it spiritual sales portion. So
• 19:55
  Speaker 3: I call it the sixth sense, spiritual intelligence s Q
• 19:59
  Speaker 3: and spiritual t SI, which I reference to in the book,
• 20:02
  Speaker 3: not my concept. So at the end of the day,
• 20:04
  Speaker 3: I want to make sure we give credit with credit
• 20:06
  Speaker 3: is due. But the first time spiritual intelligence was actually
• 20:11
  Speaker 3: used was by Dana Zohar in her book Rewiring the
• 20:14
  Speaker 3: Corporate Brain. And so with that in mind, I developed
• 20:19
  Speaker 3: something called the sensory alignment pyramid. And so when you
• 20:24
  Speaker 3: think about a pyramid, at the top sits SQ, which
• 20:27
  Speaker 3: is spiritual intelligence, and at the bottom two corners are
• 20:30
  Speaker 3: IQ and EQ. The thought is that all of these
• 20:34
  Speaker 3: need to be in play in the sales process to
• 20:37
  Speaker 3: maximize the sex sensory experience and to maximize sales outcome.
• 20:43
  Speaker 3: And so when we think about IQ, that's like the
• 20:46
  Speaker 3: product knowledge and the stats behind the product knowledge, the
• 20:49
  Speaker 3: facts around the knowledge of the product, I should say,
• 20:52
  Speaker 3: and EQ that's emotional intelligence, and that's you putting yourself
• 20:55
  Speaker 3: in the prospector customers shoes, ununderstanding their mindset and what
• 21:01
  Speaker 3: they may want. Or what they may be experiencing, so
• 21:04
  Speaker 3: empathizing with that prospect and customer. And then SQ, as
• 21:08
  Speaker 3: we mentioned, is the spiritual intelligence, and that's the integrity,
• 21:11
  Speaker 3: that's the morals, that's the values that you bring with
• 21:14
  Speaker 3: you every day at work to ensure that you're doing
• 21:16
  Speaker 3: the right thing all the time. So in order to
• 21:20
  Speaker 3: achieve that objective, you know, what I do every day
• 21:23
  Speaker 3: to give you a real world example is I feed
• 21:26
  Speaker 3: my spirit. I wake up every morning and I start
• 21:28
  Speaker 3: with the Word. I start with daily devotionals and prayer,
• 21:32
  Speaker 3: and it carries on throughout my day. And I think
• 21:36
  Speaker 3: it's in the Book of Romans. There's a scripture that
• 21:38
  Speaker 3: says so then faith comes by hearing, and the hearing
• 21:42
  Speaker 3: by the Word of God. And so when we think
• 21:44
  Speaker 3: about that, as we feed our spirits, I believe the
• 21:48
  Speaker 3: other two things naturally will follow, the emotional intelligence and
• 21:52
  Speaker 3: then the IQ piece. So for me, it's okay to
• 21:55
  Speaker 3: take your faith to work. It's okay through the day
• 21:59
  Speaker 3: to being engage with your faith and engage with your
• 22:02
  Speaker 3: work at the same time. And whether it's before your meetings,
• 22:05
  Speaker 3: during meetings, after meetings, think of it as spirit led
• 22:09
  Speaker 3: sales and let me give you the why. There's actually
• 22:12
  Speaker 3: a study from Bailure University. I think it was in
• 22:15
  Speaker 3: the Journal of Organizational Behavior, and it basically quotes us
• 22:19
  Speaker 3: that that says that employees would strong spiritual wellbeing show
• 22:23
  Speaker 3: a ten to twelve percent increase in productivity. And so
• 22:27
  Speaker 3: with that in mind, you want to bring your full self,
• 22:30
  Speaker 3: all of yourself each and every day to what you're doing,
• 22:33
  Speaker 3: to give your best to those that you will encounter
• 22:36
  Speaker 3: on a daily basis. So I encourage all the reader
• 22:40
  Speaker 3: on listeners and readers on this podcast to jump into
• 22:43
  Speaker 3: Selling Senses. If you would like to get a hold
• 22:46
  Speaker 3: of me directly, you can visit my website at ww
• 22:49
  Speaker 3: dot sellingsenses dot com, that's Sellingsenses dot com and reach
• 22:53
  Speaker 3: out to me directly. And so I'll pause, Deretonia. I
• 22:56
  Speaker 3: really appreciate the opportunity. And that would be the three
• 23:00
  Speaker 3: strategy tactics you can take away for business development.
• 23:03
  Speaker 2: Yeah, very powerful tactics. Let me just summarize, correct me
• 23:06
  Speaker 2: if I'm wrong. Key tactic number one is that active listening.
• 23:10
  Speaker 2: If you want to boost your revenue ten percent excuse me,
• 23:13
  Speaker 2: eight percent, then be those people that are active listeners.
• 23:17
  Speaker 2: If you want to be in the top seventy eight
• 23:20
  Speaker 2: percent of revenue generators that are out there. Business developers
• 23:24
  Speaker 2: that are out there understand how to ask those great questions,
• 23:28
  Speaker 2: both the open ended questions and the binary questions, so
• 23:32
  Speaker 2: that you're really trying to understand the challenges empathetically, trying
• 23:36
  Speaker 2: to understand the challenges that your prospects, your customers are experiencing.
• 23:41
  Speaker 2: Tactic number two is implementing and activating those senses as
• 23:47
  Speaker 2: we engage, and that can boost revenue up to ten percent.
• 23:52
  Speaker 2: So I think if we're adding it up so far,
• 23:54
  Speaker 2: we're at eight and ten percent. You can boost revenue
• 23:57
  Speaker 2: with those first two tactics, so we're up to eighteen.
• 24:01
  Speaker 2: And then finally you brought it home by activating that
• 24:06
  Speaker 2: that spiritual segment, if you will, what is your purpose?
• 24:08
  Speaker 2: What is your purpose in life? What drives you? What
• 24:12
  Speaker 2: are your values? What truth? What are your truths? And
• 24:15
  Speaker 2: you know it's funny, this comes back full circle to
• 24:18
  Speaker 2: the fundamental first principle of business development. It's that purpose, empathy,
• 24:24
  Speaker 2: and truth that is so fundamental to success in business development,
• 24:28
  Speaker 2: so that we can be advocates for our prospects, our customers.
• 24:32
  Speaker 2: So in turn, they could become advocates for us. Arman,
• 24:36
  Speaker 2: you've been an advocate for our community. We are so
• 24:41
  Speaker 2: grateful for what you're doing and sharing, and thank you
• 24:47
  Speaker 2: for taking this point in your life to contemplate the
• 24:53
  Speaker 2: key successes you've achieved and applying the art, science and
• 24:58
  Speaker 2: ethics of business development in your book so that all
• 25:01
  Speaker 2: of us can be a success. And as they say,
• 25:06
  Speaker 2: a genius only lives once, a teacher lives forever. So Armann,
• 25:12
  Speaker 2: thank you for sharing and teaching all of us today.
• 25:16
  Speaker 2: We wish you the best of luck with the book,
• 25:17
  Speaker 2: folks again, it's available on Amazon. It's called Selling Senses,
• 25:22
  Speaker 2: Unlocking the Power of Sensory Sales and Inner Wisdom by
• 25:27
  Speaker 2: Arman Avenescian. Arman, thank you so much for joining us
• 25:31
  Speaker 2: on the show today.
• 25:33
  Speaker 3: Thanks Jarny coll Less.
• 25:37
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 25:42
  Speaker 1: our free community of corporate partners and business development professionals
• 25:46
  Speaker 1: advancing the art, science, and ethics of the business development
• 25:50
  Speaker 1: profession at Gbdassociation dot org.